What is the goal of the Army's "Be All You Can Be" campaign?

The goal of the Army's "Be All You Can Be" campaign is to inspire potential recruits. This campaign aims to communicate the values and opportunities that a career in the Army offers to individuals considering military service. It encourages them to envision their potential and the various ways they can grow personally and professionally through military service. This message is centered around self-improvement, service to country, and the development of skills that can lead to success both in the military and beyond.

While military discipline, training current soldiers, and recruiting targets are important aspects of the Army's overall mission, the campaign specifically focuses on attracting new talent by highlighting the benefits and personal growth associated with joining the Army.